I’ve been perplexed, wondering why the culture would issue an all out frontal attack on the single most important event in all of human history. But that is exactly what has happened this year. A well-known retail chain, Gap Inc., that has long promoted the commercialism of the season, does not use the word “Christmas” to avoid offending those who don't embrace its meaning. Christmas has historically been very good for commerce. But now Gap wants the commerce but no Christmas.
Gap, Old Navy and Banana Republic, the three stores owned by San Francisco-based Gap Inc., are being targeted by AFA in a limited two-month boycott over the company's failure to use the word "Christmas" in its advertising to Christmas shoppers. It also sells products through its websites, Piperline.com and Athleta.com.
Gap refuses to use the word Christmas in its television commercials, newspaper ads and in-store promotions despite tens of thousands of consumer requests to recognize Christmas as well as repeated requests from AFA to do the same.
Gap replied to my request that they use the word “Christmas” in their promotions in this manner: "Thank you for sharing your feedback regarding our holiday store campaign. Gap recognizes that many traditions are celebrated throughout this season and we feel it is important to display holiday signage that is inclusive to everyone."
So for Gap, the real meaning of Christmas is inclusiveness. They don’t understand that without Jesus Christ there is no Christmas. The culture spent years secularizing Christmas season and now some companies like Gap are ready to get rid of the word Christmas altogether. Thus, their war on Christmas has been revived this year.
I interpret Gap’s decision as a warning sign to Christians to get out there and tell people about Jesus Christ. This should be an exhortation to us that we're supposed to be witnessing about Jesus Christ regardless of what the culture does. This process of ridding Jesus from the culture will continue until a revival in the nation ends it. We need a spiritual revival in this country so that Gap’s Chairman and Chief Executive Officer, Glenn K. Murphy, will want the witness of Christ in Christmas.
King Herod also tried to take Christ out of Christmas thousands of years ago, but it cannot be done. You can deny Him, but you can't take Him out of Christmas because God became a man in Jesus Christ 2,000 years ago. Whatever modern culture says about it, it occurred. There's no way that we're going to undo the incarnation. God became a man. “So the Word became human and made his home among us. He was full of unfailing love and faithfulness. And we have seen his glory, the glory of the Father’s one and only Son.” (John 1:14)
So, Christmas is all about God’s gift and glad tidings for all people. A Savior has been born and He has been born for us. Or as the angel announced it: “The Savior—yes, the Messiah, the Lord—has been born tonight in Bethlehem, the city of David” (Luke 2:11 NLT)!
And the angel said to Joseph, “You shall call His name Jesus, for He shall save His people from their sins.” We are all sinners in need of a Savior. And that's why Christ came, to die on a cross for our sins, to be raised from the dead, that we might be changed and forgiven.
The effort by Gap to take Christ out of the culture of Christmas is a sign of the continued secularization of America. Some people don't like to focus on Jesus because He's offensive. This is no surprise for the Gospel is very clear that Jesus is going to offend people. He calls us to repentance, and some just don't want to hear that. But Christians must not allow those attitudes to win. We have the responsibility to continually witness about Christ and make sure He remains in the culture. And while the culture is hostile to God now, it's a fact that cultures ultimately lie under His judgment.
My wish for you and your family is God’s Gift – Merry Christmas!
